‘We were feeling hostage to Facebook’: Audience development teams shift their focus
Local newspaper conglomerate Digital First Media is going to focus a lot more on email this year, with plans to launch e-newsletters for its markets beyond Denver, Colorado, and the San Francisco Bay Area. The push will help Digital First, which gets about a fifth of its traffic from social, much of it Facebook, diversify away from the platform.
The shift away from Facebook will take on more urgency in 2018 now that Facebook is privileging users’ content over publisher pages’ content. Some are returning to old standbys like search and email; others are putting more resources into different platform products. For example, Stephanie Fried, evp of research analytics and audience development at Condé Nast, said some of the people the company now allocates to Facebook may wind up focusing on Instagram Stories.
In most cases, the goal is to build sustained engagement with publishers’ content, rather than chasing the flyby traffic that Facebook sometimes drove. “We need to focus a lot more on engagement and conversation,” said Dan Petty, digital director of audience development at Digital First Media. “The focus is much more on, ‘How do I get someone who’s coming two to three times a month to come four, five, six times in a given month?’”
Facebook is no longer the top source of referral traffic for publishers, but it’s been a top priority, particularly for ad-supported lifestyle publishers. In some cases, Facebook was responsible for 70, 80 or even 90 percent of their referral traffic. Facebook drove so much traffic and demanded so much attention that publishers had to have Facebook-specific teams.
“Social is the only place where we have brands focused on one channel,” said Fried. “That may change now.”
One reason Facebook required so much attention is because the platform’s priorities were always changing. And as they shifted, from shares to reactions to video to friends and family to live video and so on, audience teams have found themselves more focused on decoding Facebook than on building relationships with the audiences they amassed on it.
“We just learned the rules of the game and played it,” said one audience development executive, who asked not to be identified. “[Facebook] wasn’t great at driving loyalty. It just sucked up our time and gave us cheap traffic.”
Even though last week’s news has dominated conversations among digital publishers, many of them had begun shifting how their audience development teams were used well before the announcement.
The Economist, for example, grouped members of its audience, product and editorial teams together into so-called “tribes” last summer to improve site performance indicators like time spent and increase the publisher’s mobile app usage.
The Texas Tribune, in a bid for more membership revenue, now looks at membership growth as its primary metric rather than pageviews. It embedded its membership team, which pursues donations of $1,000 or less, inside the audience team back in June.
Even though Facebook’s signaled that publishers should rely on it less, publishers say they’re weeks away from knowing the true impact of Facebook’s announcement. But even if there’s near-term pain, many feel that Facebook distancing itself from publishers will be positive in the long run.
“The feeling, both public and private, is that people seem quite relieved,” said one audience head at an international publisher, who spoke on condition of anonymity. “We were feeling hostage to Facebook for quite a while.”
‘Lens of the West Coast’: Inside the L.A. Times’ new head of audio’s plan to focus the publisher’s podcasts
Aguilera wants people to one day associate the newspaper publisher with its podcasts and their West Coast "vibe and tone." But first, she is tasked with growing the L.A. Times' daily news show "The Times."
Member ExclusiveMedia Briefing: What publishers should watch for when meeting with blockchain vendors
In this week's Media Briefing, media editor Kayleigh Barber explores the primary questions publishers should be asking when evaluating potential blockchain partners.
Amid video growing pains, Amazon Live struggles to attract publishers
Amazon wants publishers to drive their audiences toward the ecommerce platform's shoppable videos. Many are skeptical.
SponsoredMarketing teams are revisiting brand suitability on social media in 2022
Brands and people want to know that social media apps are safe places to connect, free from exposure to harmful content. Brand suitability describes the practice of determining a particular brand’s tolerance of advertising alongside safe but sensitive content. Heading into 2022, brand suitability will continue to be at the forefront of the advertising industry’s […]
‘Push back with brilliance’: Jared Belsky explains Acadia’s approach to acquiring other agencies and recruiting clients
Digital agency Acadia is focused squarely on winning mid-sized clients that the holding companies usually pass over or don’t treat seriously enough.
Architectural Digest will publish its first global print issue as part of revamped international rollout strategy
As Condé Nast shifts to a consolidated global content strategy, editorial teams around the world are working more closely at AD to coordinate the publication of feature stories, videos and new franchises.